Yes 50 secrets from the science of persuasion robert b cialdini,secrets of the light dannion brinkley pdf,the secret documentary watch now jinx - Step 2

17.01.2014
1 user rated this ebook - write a review of Yes!: 50 Secrets from the Science of Persuasion. Most of us are only too aware that, whatever roles we have in today's fast-moving world, much of our success lies in getting others to say 'Yes' to our requests. Yes!: 50 Secrets From the Science of Persuasion ePub (Adobe DRM) can be read on any device that can open ePub (Adobe DRM) files. Say Yes 50 Secrets from the Science of Persuasion (The work of Dr Noah Goldstein, Professor Robert B. I was wondering what to put in this month’s blog, when suddenly the answer fell into the palm of my hand! Eureka – Why not write about “Say Yes 50 Secrets from the Science of Persuasion” by Goldstein, Martin and Cialdini a book I’ve read a couple of times and a must read for the progressive sales person.
When the US clothing store Hollister opened its first store in Ireland, at the Dundrum Town Centre in July 2011 there were long queues of teenagers waiting hours to get into the flagship store, so why did this company, a leader in the field of retail sales, deliberately inconvenience so many of its customers?
Whether you’re a teacher, an accountant, manager, van driver or indeed a salesman your success in any of these jobs will depend on your ability to get others to say YES. So why did Hollister, a very successful multinational retail chain deliberately inconvenience so many of its customers, something that appears, counterintuitive? They simply applied the first secret – ‘Social Proofing’ – We look to what others do, to guide our behaviour. The science of persuasion is telling us not to rely on ourselves to tell people what they should do but rather we can point to what many others are doing instead. Picture the scene, a singles bar, the music is good, a young man perhaps not at all attractive but with no obvious physical deformities – He sees a young attractive lady, alone, seated at the bar and asks her “may I buy you a drink”. Why would this young lady, not remotely interested in getting to know this young man, agrees to let him buy her a drink. Quite simply the power of the 2nd secret of persuasion ‘reciprocation’- What you’re seeing is what social scientists call ‘Reciprocation’ or ‘quid pro quo’ in other words, the young lady feels obliged to return a favour.
When British Airways announced in 2003 that they were going to stop the twice daily Concorde flights between New York and London, because it was no longer making money, the very next day sales doubled! The plane didn’t fly any quicker, the fare didn’t get any cheaper nor did the food improve – No it just became scarcer! In fact the sales stayed strong because of the first principal of persuasion ‘Social Proofing’ for that class of person, who could afford to fly Concorde. Scarcity doesn’t cause you to buy something you don’t need; it just influences you when to buy, usually now! Do you ever wonder why we’re more likely to comply with requests from a person in uniform be it a Guard (police officer), a doctor, a traffic warden.
Social scientist have shown that when a hospital consultant displays his doctorate, degrees and diplomas on the walls of his consulting rooms, his patients are twice as likely to follow his instructions concerning life style changes – To say nothing of paying the €300 bill at the end of a fifteen minute session. So the next time you find yourself in a business or work situation don’t introduce yourself but get a colleague to do it instead, just make sure they don’t forget to say “Let me introduce you to Joe, he’s a bit of an expert, after all he’s been doing it for over 20 years! Picture the scene, a business lunch, two successful ladies sitting at the table together one lady reaches down under the table and picks up her handbag, the other says ‘Oh I love your handbag, is that a Marc Jacobs’ [sorry ladies like most men, I’m on unsteady ground here!] ‘IT IS, says the other lady, with some surprise’ they have started to build a bond, almost immediately – They start to like each other.


Do you ever wonder why seemingly so much big business is done on the golf course, after all Anglo Irish Bank had reportedly spent 100s of 1,000s on golf balls. So the next time you’d like to persuade a colleague make sure you look for the common ground – First!
How many times have we complained about the government – In fact it’s a bit of a national sport in Ireland! I have always been skeptical about the value of cold calling when it comes to using the phone. SortMyBooks continue to engage David Doyle and his team since early 2012, he is driven, organised and totally focused on the task in hand.
How can you increase the chance of someone saying “YES!” when asking them for a big favour? This approach of applying the principles of persuasion to real-world situations helps to make the science of the subject less daunting, and more accessible to those who may have turned away from Cialdini’s earlier work for fear of being out of their depth. The real-world situations range from charities seeking donations, to the influence of strange colour names for crayons, to the earlier example of a ‘Drive Safely Through Our Neighbourhood’ campaign. Returning to the question ‘how can we increase the chances of someone saying “YES!” when asking them a big favour?’. Intrigued from the first page, I enjoyed the fast paced feel of the short chapters, and the way in which the content quickly changes, yet is held together by the 6 underlying principles.
Our blog, Xclusive, was built by our graduates of 2011 and acts as the hub for our Social Media feeds. What many people might not be aware of, though, is the vast amount of research that has been conducted on the influence process. Listening to a certain business programme, on a certain radio station and an interview with Robert Cialdini on persuasion!
So this month’s blog is a bit long but I’ve resisted listing 50 secrets but listed 6 techniques the researchers boiled the powers of persuasion down to.
So don’t use techniques which are reliant on personal experiences, introspection or indeed instinct!
The marketing department of Hollister understood all about ‘social proofing’ they created desirability – By slightly inconveniencing its customers.
The lady stops and thinks ‘he’s not really my type’ but then again what’s the harm, a drink for ten minutes of my time – That’s a ‘fair deal’ – All very familiar stuff but why? Whether we like it or not, when we hear that a product or service we like is running out, or if there’s only one left on the shelf whether we need it or not what do we often do – Yes we buy it!
It’s exactly the same reason that men frequently start off a conversation about sport, we are in fact influenced by people we like. David develops a solid customised project plan for the campaign and they both take a very professional approach from initial planning of the communication to targeted market research and then the actual cold calling to open our sale process. After a conversation with David Doyle of B2B Sell I decided to give it a try, just to see if there was an interest in our services.
He’s the kind of person who delivers on what he says and always works with the highest of integrity, a rare enough quality these days.


Written in the 1st person, with many references to “I” and “we”, it feels as though it’s a story being told, rather than a dry academic paper. It is hard to suggest there would be an individual reading this book that hasn’t come across at least one of these situations at some point, which adds to the hook of the content. If the science of persuasion is of interest, Cialdini’s ‘Influence’ will give you knowledge, but ‘YES!’ will give you the tools. It’s the place to find our latest PR coverage as well as opinion pieces, announcements and other random ramblings. You’ll find that they will want to be more consistent with a commitment they’ve made themselves. Our sales cycle can have quite a long incubation period and the guys have followed up on leads over a period of months where necessary to open the sale. David is comfortable to work in complex teams consisting of software developers, finance specialists and end users as is able to ‘speak their language’! However, whereas those books work on convincing the reader to say ‘yes’, this book helps with the opposite - convincing others to say yes (possibly to a big favour) – through the psychology and science of persuasion. During the study, one group of residents within a high class area was asked to support the ‘Drive Carefully Through Our Neighbourhood’ Campaign by placing a large ‘DRIVE CAREFULLY’ sign on their front lawn. The author’s style and structure of describing a case or example and then asking ‘why’, helps to put the focus of each chapter in black and white, and to keep the reader engaged.
Virtually all of the claims are backed by published studies, and the one that isn’t is backed by a study performed by the authors themselves - an unsubstantiated claim is very hard to point out. They have a lot of integrity in what they do, solid technical business backgrounds to understand your business and a wealth of sales knowledge.
Co-written by Robert Cialdini, the worlds most quoted expert on influence, I was intrigued from the first page and enjoyed the short chapters that do without the need for superfluous content just to fill space. With each chapter covering a different study, and only taking 2-5 pages, it has a high turnover of material, all tied together with the underlying principles of persuasion.
A second group of residents from the same area was asked if they would allow a small ‘BE A SAFE DRIVER’ sign to be put in their front window, almost all agreed to this small request. It combines the counter-intuition of Freakonomics with the popularising of Does Anything Eats Wasps? When the researchers returned to the second group two weeks later and asked them to erect the large ‘DRIVE CAREFULLY’ sign on their front lawn, a huge 76% agreed. For each mini-chapter contains a mystery which is solved in a way that provides food for thought for anyone looking to be more persuasive, and for anyone interested in how the world works. Upon agreeing to the first small request, the residents came to see themselves as committed to a worthy cause – their self-image was that they are someone who cares about safe driving in the neighbourhood. When the second request was made, they were compelled to act consistently with this perception of themselves, making them 59% more likely to agree to the big favour.



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